For brand success, do the opposite of South Australia, says marketing Professor
Melbourne marketing Professor Mark Ritson has published a withering assessment of the South Australia brand rollout, concluding that to ensure brand success, executives should “do the exact opposite” of those behind the maligned launch.
The logo is fine, but...
Writing in brw.com, Ritson adds that, whilst the logo itself is fine, “the way in which it has been launched is a perfect example of how not to do brand management.”
“If you are going to introduce a new logo don’t talk about it in the media. Ever,” he said.
“The minute any senior executive tries to explain what their new logo signifies or why they picked the image of a purple eclipse they invariably sound superficial, slightly bonkers and completely out of touch with business practicalities.
“Marketing supremo and South Australian Agent-General Bill Muirhead has been a vociferous advocate of the new logo but no matter how hard he tries to explain the design he is always going to come across badly.”
He added that Mr Muirhead compounded his “folly” by deriding the outgoing logo for South Australia.
“Even down in Adelaide I understand that throwing stones in glass houses is unwise,” Ritson said.
He said that the South Australia launched was harmed by an absence of brand engagement and a failure to engage with and align all the internal partners.
“You build brand, as the adage goes, from the inside out,” he recommends.
“Unless you are South Australia, that is, in which case you surprise all and sundry by projecting the spangly new logo onto the side of a building with a big light show then expect everyone to embrace the new design.
“Six weeks since the launch only a handful of the targeted organisations are using the new logo and the South Australian public have widely derided it, even launching their own competition to produce a more attractive alternative.
“So there you have it. You want to know how to manage your brand? Study South Australia carefully, then do the opposite.”